WHAT ARE THE DIMENSIONS OF ONLINE SATISFACTION?

DOI 10.1515/rebs-2016-0033 Volume 9, Issue 2, pp.45-59, 2016 ISSN-1843-763X WHAT ARE THE DIMENSIONS OF ONLINE SATISFACTION? CLAUDIA BOBÂLCĂ *, OANA ŢUGULEA ** Abstract: The purpose of the research is to identify the factors affecting online satisfaction. As a research method, we applied a quantitative survey based on a questionnaire. The sample consists of 532, students at Faculty of Economics and Business Administration, aged between 19-26 years, who buy online various products from the Internet. In order to identify the dimensions of online satisfaction, we used exploratory factor analysis with SPSS 17.0, with Principal Components as extraction type and Varimax as rotation method. Nine dimensions of online satisfaction were identified, namely: products corresponding to the online description, good price, comfort, easily accessible information, personal data security, good design, support, personalization, and website awareness. Keywords: online satisfaction, factor analysis, price, data security, website. 1. INTRODUCTION As e-commerce is growing both globally and in Romania and the number of retailers is increasing, competitive differentiation can no longer be based only on product quality, but also on the customer approach. In the global economy, in the context of a highly competitive international market, consumer orientation is no longer just a choice but it has become a requirement for the survival of the business. Companies have realized the importance of their presence on the Internet either through presentation, commerce websites or through social networks. Understanding the reasons consumers choose to buy online the Internet, from a particular website, understanding the factors that influence the level of * Claudia Bobâlcă, Alexandru Ioan Cuza University of Iaşi, Faculty of Economics and Business Administration, Iaşi, Romania, iuliana.bobalca@uaic.ro ** Oana Ţugulea, Alexandru Ioan Cuza University of Iaşi, Faculty of Economics and Business Administration, Iaşi, Romania, ciobanu.oana@uaic.ro

46 Claudia Bobâlcă, Oana Ţugulea customers satisfaction have become extremely important conditions for the profitability of the companies. Customer satisfaction is nowadays a sustainable competitive advantage and a requisite for customer loyalty (Petrusca and Danilet (2012), which, in the online environment, can easily shift from one trader to another (Chou et al. (2015)). Research dedicated to online shopping shows that the satisfaction level is lower than the offline stores (Sheng and Liu, 2010), which turns the process of keeping customers happy into a real challenge. On the other hand, in the online environment the level of consumer satisfaction influences the perceived image of the retailers, this image being more volatile. These are sufficient reasons for companies to be concerned with understanding how consumers choose to buy and what are the factors that influence their satisfaction in the online acquisition process. In this context, understanding the online satisfaction components becomes a necessity. The present study aims to identify such components for products purchased from online stores. 2. ONLINE SATISFACTION Satisfaction is defined as an affective answer to an experience (Ting et al., (2013)) which includes customers emotions, feelings and moods (Chen and Cheng (2012)). Emotions are generated by the consumer s thoughts already influenced by previous experiences (Jang and Namkung (2009)). In the online environment, satisfaction is very important for customers who evaluated it on two levels: the transaction process and the relationship characteristics (Shankar et al. (2003)). Marketing orientation is based on a one-to-one customer approach. The level of satisfaction is influenced by the quality of the relationship with the sellers. Treating every customer as if he/she is unique is a component of personalization, which refers to paying personal attention to each client, understanding the buyer s specific needs and offering him/her services which would increase the comfort level (Kim et al., 2006)). A specific factor influencing online satisfaction is personal data security (Yingjiao and Paulins (2005)). The comfort of buying online,, at any given hour contributes to the customer s satisfaction (Schaupp and Bélanger, (2005); Khalifa and Liu (2007)).

What Are the Dimensions of Online Satisfaction? 47 Among the elements that encourage the online purchasing, we encounter: ease of navigation and information search, guarantees of security, clarity of return policy and website design (Siddiqui et al. (2003)). The graphic style (i.e. selected images, colors, image size, picture quality, number of photos, animations) is an important component in assessing the site s quality (Kim et al. (2006). Studies show a direct link between the graphical quality of the site and the perception about online buying (Raney et al. (2003) or between the graphical quality of the site and the level of consumer satisfaction (Eroglu et al. (2003); Kim et al. (2006)). According to Yen and Lu (2008) the determinants of satisfaction in online purchasing, are: perceived benefits, website efficiency, meeting the needs of buyers and personal data security. Zhang et al. (2010) mention three components that lead to satisfaction, namely: site characteristics, online services and price. 3. RESEARCH CONTEXT AND PURPOSE The research purpose is to identify the factors affecting online satisfaction. Literature review indicates various online satisfaction dimensions, based on the investigated field (i.e. products or services): apparel, IT products, books, banking or tourism. Our research is not focused on a specific category, but rather it explores online product shopping. The research hypothesis is as follows: Price, perceived quality of the product and security affect the customer s online satisfaction. Price is an important determinant of customer satisfaction (Khalifa and Liu, 2007). The lack of tangibility increases the role of price, as a quality barometer. In the online environment, the customer does not know for sure what he is buying before receiving the postal. The unknown area is considerable larger than in offline sector. In this context, price perceptions are more important in post-selling satisfaction (Liu, Arnett, 2009). Furthermore, there are many studies that link product quality and security to online satisfaction (Souitaris and Balabanis (2007); Dong (2012); Cebi (2013)).

48 Claudia Bobâlcă, Oana Ţugulea 4. RESEARCH METHODOLOGY As a research method, we applied a quantitative survey based on a questionnaire. Following previous research, data was collected through a qualitative research (Bobalca (2015a) Bobalca (2015b)) for understanding the elements used by online shoppers in order to evaluate their satisfaction. The sample consists of 532 young people, students at Faculty of Economics and Business Administration, 19-26 years old, who purchase online various products. The subjects have at least 1 year experience as Internet buyers and they have bought products at least twice in the 6 months prior to the application of the questionnaire. 72.7% of the respondents are female and 27.3 % are male. The distribution of the sample based on monthly revenues is presented in Table 1, which also reveals that most of the Internet buyers (37.4%) have less than 700 Ron every month as personal revenue. Table 1 Sample distribution of the income Valid Frequency Valid Percent Cumulative Percent Less than 700 Ron 199 37,4 37,4 700-1000 Ron 152 28,6 66,0 1001-2000 Ron 129 24,2 90,2 2001-3000 27 5,1 95,3 Over 3000 25 4,7 100,0 Total 532 100,0 As seen above, the respondents usually buy IT products (33,7%) and Consumer Electronics (20%) from the Internet. Also, they buy apparel products (18.9%) and footwear (14.1%). Table 2 Type of products brought from the Internet Responses N Percent Percent of Cases Apparel 119 18,9% 26,5% Footwear 89 14,1% 19,8% Consumer Online product Electronics 126 20,0% 28,1% IT products 212 33,7% 47,2% Books 78 12,4% 17,4% Toys 5 0,8% 1,1% Total 629 100,0% 140,1%

What Are the Dimensions of Online Satisfaction? 49 The data was collected at the faculty, at the end of the courses. Each respondent was selected so as to meet the necessary conditions to be part of the sample and was informed about his/her implication in the research. Verbal consent was asked and the subjects were informed about the possibility to quit anytime the questionnaire. 5. RESEARCH INSTRUMENT In order to measure online satisfaction, in the research questionnaire 53 items were used. The items were built based on a previous qualitative research (Bobalca (2015a); Bobalca (2015b)) and on the literature review results. All responses were measured on seven-point Likert scales ranging from 1 (strongly disagree) to 7 (strongly agree), a more detailed scale which reduces the probability to obtain extreme answers (Yuksel (2001)). There are different recommendations regarding the minimum number of respondents for conducting factor analysis, however, the common rule supports the need to use a minimum number of 50 cases (Garson (2010)). According to Hatcher (1994), the number of the subjects must be five times larger than the number of variables, while Norušis (2005) suggests a minimum number of 300 subjects. 6. RESEARCH RESULTS For identifying factors affecting online satisfaction, we used exploratory factor analysis with SPSS 17.0, with Principal Components as extraction type and Varimax as rotation method. After we first run factor analysis, 11 factors explaining 62.94 % of the total were generated. KMO test (Kaiser-Meyer-Olkin) has a value of 0.945, indicating that, in this case, the factor analysis is appropriate for the analysis of the correlation matrix. A KMO test value greater than 0.7 indicates a good value (Pintiliescu (2007)). Sig value is less than 0.05, then the null hypothesis (i.e. the population correlation matrix is an identity matrix) is rejected. The next step was to remove from the Component Matrix the items with loading value smaller than 0.4. Regarding the items loading values in factor analysis, most researchers consider appropriate for exploratory purposes using a level of 0.4 for the main factor and 0.25 for the others (Raubenheimer (2004)). Hair

50 Claudia Bobâlcă, Oana Ţugulea et al. (1998) consider that a value greater than 0.6 is a marker for high loadings, while a value lower than 0.4 is indicative of weak loadings. Following this rule, we removed two items: On this site there are many opinions of other clients It is very important the brand of the products I have ordered We ran a second factor analysis with 51 items, and 10 factors, explaining 62.47 % of the total, were identified. There were no items with factor loadings less than 0.4 in the Components Matrix, thus we removed from Rotated Component Matrix 8 items with almost similar loadings: I like the way the pictures of the products are made I am satisfied with after-sales services The information on the website is constantly updated The information on the website is easy to understand The products are presented with sufficient details on the website I am satisfied with the gifts / prizes offered by the website I am satisfied with the manner in which my online order is confirmed I feel safe purchasing from this website Another factors analysis was run with the rest of 43 items and 9 factors explaining 63% of the total were generated. We followed the same procedure and we removed from the Rotated Component Matrix 3 more items: I am satisfied with the price I have paid for the products delivery I like that I can study the offer as long as I need before ordering It is very simple to search for a product on this website We ran a final factor analysis with only 40 items and 9 factors, explaining 64.63 % of the total, were generated. KMO test indicated a value of 0.934, indicating that the factor analysis is appropriate in this case. This results are supported by the value of Sig smaller than 0.05 (Table 3). Table 3 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy,934 Approx. Chi-Square 10921,038 Bartlett's Test of Sphericity df 780 Sig.,000

What Are the Dimensions of Online Satisfaction? 51 Table 4 presents the total explained for the final factor analysis. 9 factors with Eignevalues higher than 1 were grouped, explaining 64.63 % of the total. Table 4 The total explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 13,047 32,617 32,617 13,047 32,617 32,617 2 2,461 6,153 38,770 2,461 6,153 38,770 3 2,160 5,399 44,169 2,160 5,399 44,169 4 1,790 4,475 48,644 1,790 4,475 48,644 5 1,646 4,114 52,759 1,646 4,114 52,759 6 1,404 3,511 56,269 1,404 3,511 56,269 7 1,194 2,986 59,255 1,194 2,986 59,255 8 1,094 2,735 61,990 1,094 2,735 61,990 9 1,057 2,642 64,632 1,057 2,642 64,632 10,876 2,190 66,822 11,822 2,056 68,878 12,780 1,950 70,828 13,719 1,797 72,625 14,701 1,753 74,378 15,685 1,712 76,090 16,659 1,648 77,738 17,626 1,565 79,303 18,560 1,399 80,702 19,544 1,361 82,063 20,512 1,279 83,342 21,477 1,193 84,535 22,463 1,158 85,693 23,447 1,118 86,811 24,442 1,104 87,915 25,432 1,079 88,994 26,389,973 89,967 27,386,965 90,932 28,364,911 91,843 29,334,836 92,679 30,328,819 93,498 31,323,808 94,306 32,317,791 95,097 33,298,746 95,843 34,285,712 96,556 35,277,691 97,247 36,255,638 97,885

52 Claudia Bobâlcă, Oana Ţugulea Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 37,239,597 98,482 38,229,574 99,056 39,204,511 99,566 40,173,434 100,000 We used Rotated Factor Matrix to identify the nine factors obtained from the analysis. For each factor we measured scale reliability using Cronbach-Alpha coefficient. We named every factor according to the items from its structure. We named the first factor Products correspond to the online description. It explains 32.61 % of total and the Cronbach Alpha coefficient is 0.82 valid for all the six items. After removing the items I can choose from a larger diversity of the supply and I am very satisfied about the policy of returning the goods, the reliability coefficient grew to 0.86 (Table 5). Regarding a good Cronbach Alpha coefficient value, Schumacker and Lomax (2004) indicate the value of 0.7, while Malhotra (1996) consider 0.6 a good value. Table 5 Reliability coefficient for the scale Products correspond to the online description Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items,828,835 6,860,862 4 The final scale for measuring Products correspond to the online description dimension is composed of 4 items and has an internal consistency of 0,86, being a reliable scale (Table 6). Table 6 Products correspond to the online description Scale (Average, Explained and Cronbach Alpha coefficient) Items Average Explained α 5,74 32,61% 0,86 5,87 The products I get always correspond to my expectations The products I get always correspond to the description/image from the website I am satisfied with the quality of the products I order The information of the website describes reality 6,05 5,96

What Are the Dimensions of Online Satisfaction? 53 All the items presented in Table 6 have a big significance in building the factor Products correspond to the online description, with items averages bigger than 5 (on a 7 point Likert scale). The general average of the scale is 5.84. The second factor, Good price, explains 6.15% of total and the Cronbach Alpha coefficient is 0.80 for all the six itmes of the scale, as Table 7 indicates. Table 7 Good price Scale (Average, Explained and Cronbach Alpha coefficient) Items The products are affordable I receive the appropriate value for the price I have pay Prices are cheaper compared with those in offline stores It is easier for me to compare the offers than in offline stores The website presents attractive promotions It is cheaper to buy from this website Average Explained α 5,63 6,15% 0,80 5,88 5,75 5,90 5,62 5,54 All the items have a big significance in building the factor Good price, with items averages bigger than 5 (on a 7 point Likert scale). The general average of the scale is 5.72. Table 8 presents the third factor, Comfort, which explains 5.39% of total. The scale measuring Comfort dimension is composed from 6 items and has a good reliability, with Cronbach Alpha coefficient value of 0.83. Table 8 Comfort Scale (Average, Explained and Cronbach Alpha coefficient) Items I save plenty of time buying from this website It is very comfortable to buy from this website It is very simple to order from this website This website is easy to use I am very satisfied with how quickly I receive the products The products are safely delivered Average 6,01 6,18 6,33 6,40 5,69 6,13 Explained α 5,39% 0,83 All the items have a big significance in building the factor Comfort, with items averages bigger than 5 (on a 7 point Likert scale). The general average of the scale is 6.12.

54 Claudia Bobâlcă, Oana Ţugulea Another factor, originally grouped in 4 items, was graphically named Easily accessible information. It explains 4,47% of total and the Cronbach Alpha coefficient was 0.813 for all 4 itmes. After we have removed the item I can easily select a certain product category, the reliability coefficient grew to 0.83 (Table 9). Table 9 Reliability coefficient for the scale Easily accessible information Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items,813,814 4,834,834 3 The final scale for measuring Easily accessible information dimension is composed from 3 items and has a good reliability level, with an internal consistency of 0.83 (Table 10). Table 10 Easily accessible information scale (average, explained and Cronbach Alpha coefficient) Items I can easily find on this website information about delivery I can easily find on this website information about payment I can easily find on this website all the information I need for ordering products Average 6,19 6,28 6,26 Explained α 4,47% 0,83 All the items have a great significance in building the factor Easily accessible information, with items averages bigger than 6 (on a 7 point Likert scale). The general average of the scale is 6.24. According to Table 11, the scale for measuring Good design dimension is build out of 4 items and has an internal consistency of 0,81, indicating a good level of reliability. This factor explains 4,11% of the total. Table 11 Good design scale (average, explained and Cronbach Alpha coefficient) Items The website attractively presents the products The website has a nice design I like the colors from this website I like the way sales promotions are flagged Average 5,81 5,89 5,49 5,74 Explained α 4,11% 0,81

What Are the Dimensions of Online Satisfaction? 55 All the items have a big significance in building the factor Good design, with items averages bigger than 5 (on a 7 point Likert scale). The general average of the scale is 5,73. Table 12 presents the scale for Support dimension, explaining 3,51% of the total. This is a reliable scale, according to the value of Cronbach Alpha coefficient. Table 12 Support scale (average, explained and Cronbach Alpha coefficient) Items Average Explained α I can easily communicate with website consultants Website consultants are always willing to help me If I have problems, I know the website consultants will quickly solve them This website is paying attention to my needs, as a customer 5,25 5,27 5,16 5,78 3,51% 0,88 All the items have a big significance in building the factor Support, with items averages bigger than 5 (on a 7 point Likert scale). The general average of the scale is 5, 37. Another factor, initially composed from 4 items, was graphically named Personalization. It explains 2,98% of total and the Cronbach Alpha coefficient was 0,73 for the scale with all 4 itmes. After removing the item It is very easy to search a product on this website, the reliability coefficient grew to 0,754 (Table 13). Table 13 Reliability coefficient for the scale Personalization Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items,732,734 4,754,756 3 Table 14 presents the structure of Personalization factor, items average, explained and Cronbach Alpha coefficient.

56 Claudia Bobâlcă, Oana Ţugulea Table 14 Personalization scale (average, explained and Cronbach Alpha coefficient) Items The messages (ads, promotions) I receive from this website fit me This website makes me feel like I am unique, as a customer I like buying from this website Average 4,81 4,33 5,60 Explained α 2,98% 0,75 All the items have an average significance in building the factor Personalization, with items averages bigger than 4 (on a 7 point Likert scale). The general average of the scale is 4,92. Table 15 Personal data security scale (average, explained and Cronbach Alpha coefficient) Items Average Explained α I feel safe to pay online the order on this website I consider my personal data to be protected on this website The terms regarding transaction security are easy to understand 4,82 5,44 5,57 2,73% 0,71 Three items compose the scale for measuring Personal data security factor, all of them having averages bigger than 4. The general average of the scale is 5,28. This factor explains 2,73 % of total (Table 15). The last factor, Website awareness explains only 2,64 % of total. The Cronbach Alpha coefficient for the scale is 0,75, indicating a good, reliable scale (Table 16). Table 16 Website awareness Scale (average, explained and Cronbach Alpha coefficient) Items Average Explained α The website is very popular The website has a good reputation 6,08 6,03 2,64% 0,75 The two items have a big significance in building the factor Website awareness, with items averages bigger than 6 (on a 7 point Likert scale). The general average of the scale is 6,06.

What Are the Dimensions of Online Satisfaction? 57 7. CONCLUSIONS The purpose of our research was to identify the dimensions of online satisfaction. The factor analysis generated 9 dimensions (Figure 1): products correspond to the online description, good price, comfort, easily accessible information, good design, support, personalization, personal data security, website awareness. Products correspond to the online description Good design Good price ONLINE SATISFACTION Support Comfort Personalization Easily accessible information Personal data security Website awareness Figure 1 Online satisfaction dimensions The research hypothesis (i.e. Price, perceived quality of the product and security affect customer s online satisfaction) was partially confirmed. A good price and personal data security are important factors leading to the customer s satisfaction. Besides the expected factors, another 7 dimensions were identified. Among these factors, perceived quality of the products was not specifically mentioned, yet it was reflected by the dimension Products correspond to the online description. We developed a reliable scale for measuring each dimension of online satisfaction. This model can be used in future studies with the purpose to measure the level of satisfaction for a specific website. Managerial implications. The research results can be used to understand the factors that contribute to the customer s satisfaction in order to develop effective relationship strategies for attracting and maintaining customers for a specific website.

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